What’s Next for Production Printing in Marketing?
Personalisation has become the cornerstone of effective marketing. Digital printing is a key method in both commercial and production printing. It has emerged as a powerful tool for businesses to create impactful and engaging campaigns. Innovative practices like Variable Data Printing (VDP) and Print-on-Demand (POD) are transforming how brands communicate with their audiences. In this article,we will explore the transformative roles of digital printing in personalised customer campaigns and how advancements like artificial intelligence (AI) are redefining industry standards.
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By integrating print and digital marketing strategies, businesses can create a seamless and impactful customer journey. This approach enhances brand loyalty and supports environmental trends. |
1. The Rise of Personalised Print
Personalised communications are a game-changer in how brands engage with their customers. Customising content based on individual preferences creates deeper connections, driving loyalty and enhancing customer experiences. By incorporating personalised elements, brand can make a lasting impact and drive repeat business.
Variable Data Printing (VDP)
VDP enables companies to create highly targeted, unique print-out recipient. By integrating personalised elements such as names, imagery and tailored offers, brands can achieve measurable results. According to a study on personalisation in direct mail marketing, personalised direct mail boasts a response rate of 5.3%. In comparison, non-personalised mail has a response rate of 2.9%1, highlighting the power of tailored communications in engaging audiences. VDP supports a range of applications, including custom invitations, catalogues and promotional flyers. It enables businesses to design campaigns that truly resonate with specific target groups.
Print-on-Demand (POD)
POD supports businesses in managing numerous short-run print jobs efficiently, enabling them to produce customised print as needed. This not only reduces storage and inventory costs but also eliminates waste from overproduction2. The flexibility offered by POD is invaluable for creating limited-edition or niche products, ensuring a cost-effective and sustainable approach to printing. The global POD market is expected to grow significantly, with a projected compound annual growth rate (CAGR) of 25.3% from 2023 to 20313. This growth highlights the increasing adoption of this model by businesses seeking more sustainable and efficient printing solutions.
AI-Driven Automation
Artificial intelligence is redefining production efficiency in the commercial printing sector. Automating workflows — from layout optimisation to colour correction — enhances speed and accuracy while reducing manual intervention. AI tools enable businesses to deliver quality print consistently, maximising the efficiency of toner production presses and meeting tight deadlines without compromising on quality.
2. Sustainability Printing Practices
As sustainability becomes a priority across industries, more businesses are exploring digital printing solutions to meet regulatory standards and growing consumer demand for more environmentally sensitive solutions. This shift aligns with findings that 75% of consumers prefer to purchase from environmentally responsible brands, highlighting the importance of sustainable strategies in maintaining4.
Optimised Print Jobs and Reduced Waste
By adopting technologies that minimise errors and waste, production printers are enhancing their sustainability efforts and reducing their carbon footprint. Automating labour-intensive prepress tasks such as image imposition, tab programming and simplified colour management through a touchless workflow, print-on-demand solutions ensure materials are only produced when needed. This reduces risks of errors, frees up resources, and avoids overproduction and unnecessary wastage5. This approach not only aligns with environmental goals but also offers cost-saving benefits for businesses, particularly in high-volume printing.
Energy-Efficient Technology
Digital presses are increasingly equipped with energy-efficient features such as sleep modes and automatic power-off. These technologies help minimise their environmental footprint6. Printers also incorporate this technology to optimise power usage during peak and idle times, ensuring maximum efficiency without sacrificing performance. FUJIFILM Business Innovation has developed energy-efficient production printing solutions. For example, the Super EA-Eco Toner reduces energy consumption while maintaining high-performance printing operations7. These innovations provide a dual advantage—lowering carbon footprints while improving overall operational savings8.
3. The Integration of Print and Digital
As the lines between print and digital marketing blur, production presses are playing a vital role in creating integrated campaigns. Businesses can deliver engaging and memorable experiences by combining the tangible nature of print with the interactive capabilities of digital media.
Omnichannel Marketing
Integrating print into a multichannel marketing strategy enhances brand visibility and consistency. For example, QR codes on printed materials can direct users to landing pages or exclusive digital content, bridging the gap between physical and digital interactions Additionally, personalised print materials such as direct mail with personalised offers can be complemented by targeted social media ads to reinforce messaging and encouraging customer engagement. Another key element is the use of dynamic print which integrates live data to create relevant, time-sensitive content that drives response rates. This multi-faceted approach enables brands to connect with audiences across platforms, ensuring a cohesive and memorable customer journey.
4. The Importance of Personalised Packaging
Packaging has evolved from a functional necessity to a dynamic branding tool9. Personalised packaging captures attention and enhances the customer experience, particularly in the age of social media.
Growth Driven by E-commerce and Social Media
The surge in e-commerce and the influence of social platforms have elevated the demand for personalised packaging, as businesses seek innovative ways to enhance brand visibility and customer engagement online10. Whether it is unboxing videos shared by influencers or niche product lines, packaging now plays a pivotal role in brand perception. Personalised designs tailored to customers’ preferences create lasting impressions, setting brands apart in competitive markets11.
Driving Loyalty Through Personalised Printing
Personalised packaging is not just about aesthetics; it is a powerful tool to foster repeat engagement. Custom packaging, combined with personalised print campaigns, creates memorable experiences that drive customer loyalty12. For example, personalised thank-you notes and vouchers can turn one-time buyers into lifelong customers. Limited-edition packaging also adds a unique touch that enhances customer loyalty.
Shaping the Future of Marketing with Production Printing
As technology continues to advance, the future of production printing is promising13. The integration of personalisation, sustainability and innovative printing techniques such as VDP and POD will redefine how brands connect with their customers. By harnessing the capabilities of digital printing and leveraging solutions offered by FUJIFILM Business Innovation, businesses can create impactful and personalised marketing campaigns that resonate with audiences. The seamless blending of print and digital strategies will empower companies to enhance customer engagement, ensuring they remain competitive in an ever-changing landscape.
Are you ready to elevate your marketing strategies with production or high-volume printing solutions? Discover how FUJIFILM Business Innovation’s range of commercial printing options, including production presses, can help you create personalised customer experiences and drive engagement. Contact us today to learn more about our innovative printing technologies and how they can benefit your business!
References:
1 https://fastercapital.com/topics/implementing-personalization-in-direct-mail-marketing.html
2 https://printbindship.com/print-on-demand/
3 https://straitsresearch.com/report/print-on-demand-market
4 https://www.businessnewsdaily.com/15087-consumers-want-sustainable-products.html
7 https://www.fujifilm.com/fbglobal/eng/company/technology/production/digital/seaeco.html
9 https://disk.com/resources/custom-packaging-brand-identity/
10 https://meyers.com/meyers-blog/packaging-opportunities-for-ecommerce-growth/
11 https://disk.com/resources/custom-packaging-brand-identity/
12 https://www.pluspackaging.com/blog/custom-packaging-strategies-to-improve-brand-perception/